Beddit has retained a customer support contact on its website, suggesting that the customer experience will not change.

"Your personal data will be collected, used and disclosed in accordance with the Apple Privacy Policy," the updated policy reads. The app makers also state that related data that it collects, like heart rate and respiratory data, can be shared with Apple's health app.

Sleep-tracking is an intriguing potential health application for the Apple Watch, as it explores new use-cases in the health and wellness market. An estimated 50 to 70 million US adults have sleep or wakefulness disorders, according to the CDC.

The company brought on sleep researcher Rob Raymann to its health team more than three years ago, according to LinkedIn.